Giordano International Limited Analysis

Background of Giordano International Limited “The improved communication from Share Point and Outlook allows us to make better product allocations between markets, which has helped Giordano raise the average selling price on our items and increase gross profit.” Cody Chan, Regional Merchandising Lead, Giordano. Giordano, International Limited is a retailer of men’s, women’s and children’s quality apparel, accessories and supplying products to third parties, founded at 1981 by Jimmy Lai in Kowloon, Hong Kong. Giordano has become a pioneer of customer service in the Asia-Pacific region and, as of January 2008, currently employs more that 11,400 people and operates 1800 stores worldwide in 40 countries.The company is Asia-Pacific’s most successful retailer and sells its name under the brands of “Giordano”, “Giordano Concepts”, “Giordano Junior” and “Giordano Ladies”. Giordano has been publicly listed since 1991 and since then trades on the Hong Kong stock exchange under the ticker symbol.Giordano’s success is measured by the company’s relentless focus on its five corporate business values of quality, knowledge, innovation, simplicity and service. The company has its own apparel manufacturing division where many of its own clothing styles are produced. Giordano is also renowned for its basic and practical men’s, women’s, and children’s T-shirts and trousers, especially denims. In comparison, Giordano is very similar to the American based popular retailer The Gap. Giordano’s Vision is “To be the best and the biggest world brand in apparel retailing.” When the Mission is “To make people “feel good” & “look great“.[1] Analysis

' ' ' Firstly, how, if at all, should Giordano reposition itself against its competitors in its existing and new market? Would it be necessary to follow different positioning strategies for different market (e.g. Hong Kong versus South East Asia)? Answer: According to Osama Taha- “A positioning strategy results in the image you want to draw in the mind of your customers, the picture you want him/her to visualize of what you offer, in relation to the market situation, and any competition you may have”.[2] Giordano’s current positioning strategy is based on providing “value-for-money merchandise of discounted casual unisex apparel”. Giordano repositioned its brand to focus on value-added products and broadening it appeal by improving on visual merchandising and apparel. The company also emphasized on the merchandise that is relatively mid-priced which means “inexpensive yet contemporary and trendy”, and offers quality, value and excellent customer services. Now the fact is whether or not Giordano should reposition itself against its competitors in its current and new markets. Repositioning is not necessary for the entire company because Giordano’s relatively mid-priced positioning worked well: “the inexpensive yet trendy” clothing appealed to Asia’s frugal customers, especially during the Asian economic crisis. However, with the Asian economy booming, customers now have more disposable income and spending power. Thus, Giordano could find it worthwhile to alter their brand image into a more high-value, high-quality and therefore higher price market.

This could mean primarily repositioning Giordano as a higher priced and higher value brand. Giordano must continue to be creative in their promotions. Perhaps they should spend more on traditional advertising, as they spend less on advertising and promotion than close competitors. A spokesperson, McCann- Erickson, in his one comment about Giordano was that it was a “good brand but not a great one. Compared to other international brands, it doesn’t shape opinion”. A competitor of Giordano is Esprit. They are seen as more upmarket than Giordano, whilst being stylish and trendy. However, Esprit promoted a “lifestyle” image, even though it is positioned similarly to Giordano. So, Giordano could re-launch its image, to be more stylish and thus promoting a...

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...Executive Summary
Giordano Holdings Limited is a leading high-quality discount clothing manufacturer and retailer based in Hong Kong. The company has a striving geographical growth program with recently successful operations in several Asian countries. An emphasis of customer service is the basis of Giordano's competitive advantages. Combined with intense staff training regimes and a unique managerial approach, Giordano is also a market technological leader with highly efficient distribution channels. The contents of this strategic plan predominantly focus on Giordano's prior and proposed strategic operations in the Hong Kong apparel market at large. The relatively stable future predictions of the Hong Kong economy provide a certain level of planning confidence to marketing planning. The Sino-British Joint Declaration in 1997 may, however, carry with it room for uncertainty and a possible economic downturn. The Hong Kong apparel industry is becoming increasingly competitive, driven by the free nature of the Hong Kong trade system. Giordano essentially aims to exploit the recent rise in disposable incomes to promote a higher-quality brand image primarily through improved product quality, increased pricing, store development and a 'trendy' advertising campaign. Through these means, the company aims for a 30% increase in sales turnover by 2007, aligned with a substantial 10% gain in market share.
Company Description...

...Assumptions
It is assumed that Giordano is currently planning on further expanding beyond its well-established presence in Asian markets. Also, that Giordano does not currently plan to focus the next stage of development on pricing or on optimizing distribution channels. This conclusion stems from the fact that Giordano’s margins, though lower than competitors, are still turning a healthy profit and the company appears to be competitive at a pricing level with firms that are selling similar products. Giordano is assumed to be no more expensive than it’s other competitors, and that they have a budget available for additional promotional campaign.
Problem
Giordano faces several different issues at hand with regards to expansion in new and existing markets. Chief among these issues is the organization’s positioning in the market, which until now has been one of their key success factors in achieving the growth that Giordano has experiences in the last 10 years. Giordano’s needs to position itself as a competitive lifestyle brand against the looming entry of global brands like The Gap and ESPRIT further into the Asian market, as well as to compete against them in markets where they have an established competitive advantage. The firm is currently doing well, and has seen most of it’s international expansions be successful so far, meaning that the urgency of this issue is one more of...

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Giordano consolidated its position as a leading casual apparel retailer in Asia by offering customers value for money, excellent customer service, understand customer’s needs. Besides this, key success factors like stringent selection procedures and staff’s training, operating efficiencies, success inventory control to close integration of purchasing and selling functions and short product development cycle. Giordano brand should be positioned against the competition in both new and existing market, how was the sustainability of Giordano’s key success factors and how was Giordano’s growth strategy in Asia as well as across continents. Giordano brand should be positioned against the competition in both new and existing market and repositioning required in existing markets, it should be necessary to follow different positioning strategies for different markets. Also IT strategy and marketing mix be required and would tactical moves suffice. In Hong Kong, Giordano should develop more advertisment to attract customer attention, also not only provide “functional clothes” but also need to keep Goridano image younger. To expend the new market.
Giordano, InternationalLimited is a Hong Kong retailer of men's, women's and children's quality apparel founded in 2006 by Frank Giordano and his daughter Alyssa Giordano. Giordano, as of...

...CASE 4 Giordano: Positioning for International Expansion
Company Background
Giordano was founded in Hong Kong by Jimmy Lai in 1980. In 1981, it opened its first retail store in Hong Kong and began to expand its market by distributing Giordano merchandise in Taiwan through a joint venture. In 1985, it opened its first retail outlet in Singapore. Responding to slow sales, in 1987 Giordano changed its positioning strategy. Until 1987, it had sold exclusively men’s casual apparel. When Lai and his colleagues realized that an increasing number of female customers were attracted to their stores, he repositioned the chain as a retailer of value-for-money merchandise, selling discounted casual unisex apparel, with the goal of maximizing unit sales instead of margins. This shift in strategy was successful, leading to a substantial increase in turnover. In 1994, Peter Lau Kwok Kuen succeeded Lai and became chairman of the company.
Management Values and Human Resource Policies
A willingness to try new and unconventional ways of doing business and to learn from past errors was part of Lai’s management philosophy and soon became an integral part of Giordano’s culture. He also believed strongly that empowerment would minimize mistakes—that if everyone was allowed to contribute and participate, mistakes could be minimized.
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...Assignment 2 : Marketing Strategies
Introduction
The primary purpose of this assignment is to discuss the marketing strategies that ‘Giordano’ did in the apparel industry and how it successfully manage to maintain its position in selling collar t-shirt in the apparel industry. Giordano is an apparel store that is owned by GiordanoInternationalLimited which the headquarter is in Hong Kong . GiordanoInternationalLimited was founded in Hong Kong in 1981 by Mr Jimmy Lai. The company has five brands that are Giordano", "Giordano Ladies", "Concepts One", "Giordano Junior" and "BSX". The first Giordano store in Malaysia was open in 1992.
Market Segmentation
According to William J. Stanton, "Market segmentation in the process of dividing the total heterogeneous market for a good or service into several segments. Each of which tends to be homogeneous in all significant aspects." (Fundamentals of Marketing, 1994) In another words, market segmentation is a technique used by all business companies to target its product to its potential customers. It identifies the needs and wants of their targeted customers and the company will use those insights into providing products which meets the customer needs.
Variables | | The Innocent Individuals | TheEnergetic Individuals | The Stress Individuals | The Established...

...﻿GiordanoInternationalLimited, one of the familiar apparel retailers in the Asia Pacific Region which was founded in Hong Kong in 1980 by the founder Jimmy Lai. The origin of the name Giordano was borrowed the name of a New York pizza restaurant. Giordano started from the humble beginnings in the apparel industry as a manufacturer of casual clothing. They manufacturer, supply, trading, export and slowly grow to today's achievement.
In 1981,Giordano first retails shop was opened in Kowloon, Hong Kong and then it began to expand to Taiwan market through a joint venture. Next, it entered to Singapore and started its first outlet in 1985.Today, Giordano have grown from the single apparel retails outlets in Hong Kong and provision to a renowned apparel retailers. Currently, Giordano have over 11,400 of employees and operate over 1,800 retail outlets and counters in over 30 countries in the Asia-Pacific and Middle East regions.
Giordano address casual conscious consumers of both genders and all ages through their 5 distinct company brands: Giordano, Giordano Ladies, Giordano Concepts, Giordano Junior, and Blue Star Exchange. Each of these labels represents a particular fashion philosophy and encompasses a comprehensive range of products that fit into their targeted consumer’s universe....

...the same year. This indicates a bright prospective for retail market in Vietnam
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